P’s Pert Plus: a Pan- European Brand?

Q1. How attractive is the Pan- European market for godless(prenominal) plus in toll of demand potential? Competition? Pan- European market is quite attractive for godless plus in terms of demand as the consumers test results showed that the ingathering concept of wash & go their (time-saving benefits) 28% consumers said that they would definalty buy the product that was lone(prenominal) 1 percent less then already conventional bran there Vidal Sasson. Also beca social function they are gradually accepting the idea of 2-in-1 shampoo more and thus it would be skillful to launch in European market.P&Gs competitors there are Unilever, Colgate and Lo Oreal. P&Gs own competitor brands are heavily advertised there by European standards. Therefore launch of the product need to illustrate character reference and time- saving benefits and also need to educate the market in the use of conditioners further. Q2. What competitive advantages does Pert Plus have? Disadvantages? Competitiv e advantage for smart plus is the benefits of time-saving and convenient everyday use of the product. Thos benefit is very essential and thus required right perspective.Inadequate availability of production capacitor was a disadvantage for pert plus. Also lead times for prize pack sizings and designs (250ml preferred size) were also a restriction for them as it would say six months lead time. Q3. Which countries would be the lead markets in Europe? What are the advantages and disadvantages of entering a leading market first? The countries that could be leading markets are Great Britain as it has a high market size for usage of conditioners and shampoos, especially conditioners that is the highest rate among the other 4 countries given.Therefore they would non have to educate them much about the usage of conditioners entirely flush toilet face tough contender. West Germany has highest rate of value of shampoos and 2nd highest in conditioners (Exhibit 1). Therefore has the po tential of being a leading market but would require an innovative marketing campaign and emphasis on pert pluss competitive advantages. Entering a leading market first has some(prenominal) advantages and disadvantages. Market segmentation is usually a must as competition is intense.New entrant will have to use niche strategies, positioning their product not in the core of the market but in specialty area. As the product is new it has the chance to develop a new market and gain favorable first mover advantages, something that takes resources, steering and continuous monitoring of penetration. Q4. What does marketing research tell about the charge and positioning decision for Europe? Brand choice? Should the BC-18 engineering science be introduced with a pan-European name, or with local brand names, or even with a mixture of both approaches?Price and packaging alternatives were tested on only two brands one brand from the lower- charge segment and another brand that had a high qua lity product concept that is product concepts where possible price sensitivity would be slow detected. According to the market research the consumer were will to pay the equal price for the selected product (Vidal Sassoon, Shamtu, Pantene, Pert Plus). The new technology 2-in-1 for shampoo and conditioner in one wash, its positioning was same as Vidal Sassoon wash for great-looking hair in a convenient way.The brand choice would be highly not so easy because all the brands are providing the same technology 2-in-1 formula. The BC-18 technology would be introduced with a mixture of both approaches, because P was the first packaged goods companies to go to pan-European. The American company had established a pan-European focus in its R-effort and a system of lead countries for pan-European product roll-outs. And plus with a local brand name customer would easily recognized the brand globally.